May 1, 1996

In Search of the Marketing Imagination: Factors Affecting the Creativity of Marketing Programs for Mature Products

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Abstract

Jonlee Andrews, Daniel C. Smith, In Search of the Marketing Imagination: Factors Affecting the Creativity of Marketing Programs for Mature Products, Journal of Marketing Research, Vol. 33, No. 2 (May, 1996), pp. 174-187

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Andrews et al. (Wed,) studied this question.

synapsesocial.com/papers/6a10fc91ba20d9a181ee942c https://doi.org/https://doi.org/10.2307/3152145